5 Video Marketing Ideas from Tourism Australia

By Rebecca White
Published on December 6, 2016

Tourism Australia recently ran a very practical and helpful webinar “Promote your Business with Video”.

Jess Desjardin and Chloe Knight-Gregson shared case studies of Australian Tourism Operators achieving amazing results by investing in video in the marketing of their businesses. You can watch the webinar replay here and read all webinar notes here.

Follow are five of our own key takeaways from the webinar and how you can apply them to help market your tourism experience or destination.

1. Embrace Video Storytelling

Video is not going anywhere!

By 2019, 90% of internet bandwidth will be video.



You are missing a huge opportunity to attract and convert more of your ideal customers into actual customers and visitors if you aren’t embracing video marketing.

Don’t be held back by technology!

While there are many awesome new technologies available to take video footage, such as Drones, DSLRs and GoPros, Jesse and Chloe reminded everyone they don’t have to use these tools to capture great video footage.

Iphones take great quality video, and their ease of use and portability means they are on hand when you need to capture an interesting video story.

What you need to do

Then go and take some great videos!

NOTE: If you have a GoPro, DSLR or a Drone, that is fantastic! Please have a go at using them, and if you need to learn how, check out the many helpful videos on YouTube.

2. Optimise your video

Take a few minutes before sharing your video on social media to edit it and add an engaging comment.

This will help your video get more reach, engagement and conversions!

What you need to do

  • Optimise the video length based on where you are sharing it. The shorter the better for platforms like Facebook, Twitter and Instagram.
  • Edit your video: Use programs like iMovie or Adobe Premiere. However, Jesse & Chloe advised that often unedited videos that are raw and engaging, such as those shared by The Kangaroo Sanctuary may get great reach and engagement without editing (see one of their posts below!).
  • Tell a story around the video in your caption. Tourism Australia always do this well on their social posts, check out Instagram for excellent examples.
  • Add a call to action with the video. Include a link of where/what you want your viewers to do next. Such as click through to “learn more” about the relevant product (eg Tourism Operator) or the tourism business (if you are Destination). It could also include “tagging” another tourism experience or destination.
  • Consider adding voice-over captions if there are people talking. This is especially relevant for Facebook with its auto-play feature. Check out www.rev.com for fast and cost-effective video caption creation.
  • If relevant, add some royalty free music. Check out websites such as Premium Beats, Art List or Music Bed.
  • Upload the video to YouTube if its relevant. YouTube is still the 2nd largest search engine after Google. However, many tourism experience videos on there are dated. There’s a great chance for you to own your tourism experience on YouTube. Upload your videos to your own YouTube channel and optimise it for keyword searches to help it regularly get found in YouTube search results.


3. Repurpose the video

In our recent survey on the biggest marketing challenges faced by tourism businesses, we found that lack of time was one of the biggest marketing challenges.

So, save yourself some time, and put that great video to work in other areas of your marketing.

What you need to do

  • Create short, different versions of the same video for the different social media channels (such as Instagram, Facebook or Twitter).
  • Embed it in a blog post
  • Share a longer version on your website on relevant product pages
  • Reshare the video footage at other times of the year where relevant

We share more ideas on how to re-purpose content in this article.

4. Make it easy for others to share your story

Once you have taken some great video and shared it on your own social media channels, it’s just as important to have a plan on how you will get your video in front of as many of your Ideal Customers as possible.

Symbio Wildlife Park has seen amazing success with this strategy, which has helped them grow their visitation from 70,000 to 100,000 in the last 12 months, with the sharing of their videos via Tourism Australia and other global media partners.

What you need to do

  • Package your awesome video with high quality photos, a high-res version of the video and a press release as files in a Dropbox folder.
  • Share the above package with Tourism Australia via email, and with other relevant Destination Marketing Organisations (like your State, Regional or Local Tourism Organisation) and Media organisations.
  • If this is a bit daunting, the team are happy to receive raw video footage if it’s a great video, and they can help edit and share the video their end.

5. Create a hero video

While the webinar was mainly focused on social media videos, the team also touched on the importance of having a hero video showcasing your Tourism Experience.

A hero video, like the one Pennicott Wilderness Journeys have on their sales page for their Seafood Seduction Tour is an incredible sales tool for their business.

They use it at all key customer touch points (website, social media) and sales channels (distribution partners, booking agents and advertising).

Results they have seen from this video include being able to overcome language barriers with potential customers and sell tours around the world. 

What you need to do

  • If you don’t have a hero video for your tourism product/s as yet, budget for a professional videographer to create a hero video for your tourism business or destination.

Over to you

Which of these tips from Tourism Australia can you apply in your Tourism Business or Destination today?


Rebecca White

Rebecca is a visitor economy specialist and co-director of Tourism eSchool. Rebecca has lived and breathed tourism for over two decades, and is passionate about helping regional tourism organisations adapt and evolve their activities to ensure they are adding value to their local communities whilst also remaining relevant to their visitors ever-evolving values and travel planning patterns.